RSA Films director Luke Scott on what makes a great story

What’s the Story? is a storytelling video series dedicated to learning what truly makes a great story, told through the lens of the world’s talent and practitioners of the craft in entertainment, marketing and beyond.

He may be best known as being the son of sci-fi legend Ridley Scott — for whom Luke has served as second unit director on films like The Martian and Alien: Covenant — but there is no question about the passion he brings to the projects he leads.

In 1992, Scott began his career at RSA Films, the company owned by his father that deals in film and television production, as well as branded content. He first worked in art direction on campaigns for British Airways, BP and Euro Tunnel.

Moving into director mode in 1993, he worked with corporations like the PGA, Marlboro, Nike, Drug Free America, Royal London Insurance, Burger King, and Coca-Cola directing major campaigns in Europe and the United States.

With a body of work that includes campaigns for Pringles, Coca-Cola, a campaign for the California Board of Tourism featuring Clint Eastwood and Jack Nicholson, anti-smoking PSAs for TheTruth.com, spots for the PGA, Southwest Airlines and Gateway Computers, Scott has a varied style, but one always focused on the story.

Scott knows what it means to weave a storyline, even with, at times, technically dense subject material. In a conversation with The Drum at SXSW, Scott talks about the inherent truth of the character being at the heart of a great story. When the character is fully realized, they can be placed into any format to be believable.

The most powerful story he’s ever heard involved a homeless man in Los Angeles, recounting his tale of how he went from a good job in the auto industry in Detroit to being penniless on the streets of LA. “Every life has great stories in it,” says Scott, noting that telling stories that keep us grounded – the ordinary tales of real people – can get to a greater, human truth.